Clicks to Conversion:
E-commerce Best Practices for Your Online Business

E-commerce is booming, with global online sales expected to reach $5.5 trillion by 2027. But with so many businesses competing online, it’s more important than ever to focus on conversion optimization. Conversion optimization is the process of improving the user experience on your website to increase the number of visitors who take a desired action, such as making a purchase.

For small businesses, there are a number of best practices that can be followed to improve conversion rates. In this blog post, we will discuss some of the most important tips for increasing sales and growing your business online.

Conversion optimization (CRO) is the process of improving the percentage of website visitors who take a desired action, such as making a purchase, signing up for a newsletter, or downloading a white paper. CRO is especially important for e-commerce businesses, as it can help to increase sales and revenue.

There are a number of different CRO techniques that e-commerce businesses can use, but some of the most effective include:

Conversion optimization is essential for e-commerce businesses, by following a few simple tips, you can design a user-friendly e-commerce website that converts visitors into customers.

  • Getting rid of clutter: A cluttered and overwhelming website will discourage visitors from staying and exploring. Make sure your website is clean and simple, with a clear focus on your products and services.
  • Making your website trustworthy: Visitors are more likely to buy from a website they trust. Build trust by prominently displaying security badges, customer reviews, and other credibility signals.
  • Using appealing images: High-quality images of your products are essential for capturing attention and driving conversions. Invest in professional photography or use high-quality stock images.
  • Creating a streamlined UI/UX: Your website’s user interface (UI) and user experience (UX) should be easy to use and navigate. Make it easy for shoppers to find what they’re looking for and complete their purchase with minimal friction.
  • Keeping navigation simple: Your website’s navigation should be clear, concise, and easy to use. Avoid using too many categories or subcategories, and make sure your navigation bar is easy to find and use.

Opt for The Best Possible Hosting

The speed and reliability of your web hosting provider can have a significant impact on your website’s conversion rate. Slow page loading times can lead to high bounce rates and lost sales.

When choosing a web hosting provider, be sure to select one that offers fast speeds and reliable uptime. You may also want to consider using a content delivery network (CDN) to improve the speed of your website’s delivery to users around the world.

Add Quality Product Descriptions

Detailed and informative product descriptions are essential for helping shoppers make informed purchase decisions. Be sure to include all of the important information about your products, such as:

  • Product features and benefits
  • Materials and construction
  • Dimensions and specifications
  • Shipping and return information

You may also want to include customer reviews and testimonials in your product descriptions. This can help to build trust with potential customers and increase conversions.

Amazon is one of the most successful e-commerce websites in the world, and for good reason. Their website is clean, simple, and easy to use. They also offer a wide range of products, competitive prices, and fast shipping.

Offer a Range of Filters

Product filters allow shoppers to narrow down their search results and find the products they’re looking for more quickly and easily. This can be especially helpful for shoppers who are browsing a large inventory of products.

When choosing product filters to offer, consider the specific needs of your target audience. For example, if you sell clothing, you may want to offer filters for size, color, and style. If you sell electronics, you may want to offer filters for brand, model, and features.

Create Engaging Product Demos

Product demos are a great way to showcase your products’ features and benefits in a visually appealing and informative way. Product demos can be especially effective for complex products or products that require some explanation to use.

Here are a few tips for creating engaging product demos:

  • Keep your demos short and to the point. Shoppers have short attention spans, so make sure your demos are no longer than a few minutes.
  • Focus on the benefits of your product. What does your product do for shoppers? How will it make their lives better? Highlight the key benefits of your product in your demo.
  • Use high-quality visuals. Your product demo should be visually appealing and engaging. Use high-quality video and images to showcase your product’s features and benefits.
  • Make your demos interactive. Allow shoppers to interact with your product in your demo. This could involve letting them click through different screens, use different features, or see the product from different angles.

Cover a Range of FAQS

Many shoppers have common questions about the products they’re interested in buying. Anticipate and answer these questions in a dedicated FAQ section on your website. This will save shoppers time and effort, and it can also help to increase conversions.

When creating your FAQ section, be sure to cover a wide range of topics, including:

  • Product features and benefits
  • Shipping and return policies
  • Payment options
  • Customer service

Don’t Force Shoppers to Create an Account

Requiring shoppers to create an account before they can checkout can add friction and reduce conversions. Consider offering guest checkout to allow shoppers to checkout without creating an account.

If you do require shoppers to create an account, make sure the process is quick and easy. Only ask for the essential information, such as the shopper’s name, email address, and shipping address.

Work on Improving Loading Times

Slow page loading times can lead to high bounce rates and lost sales. According to Akamai, 40% of shoppers say that slow page loading times are the most frustrating aspect of online shopping.

There are a number of things you can do to improve your website’s loading times, such as optimizing your images, minifying your code, and using a content delivery network (CDN).

Improve Your Website’s Responsiveness

Your website should look and function great on all devices, including smartphones and tablets. According to Statista, mobile commerce sales are expected to account for 53.9% of all e-commerce sales by 2025.

To make your website responsive, you can use a responsive design framework or use a mobile-first approach to development.

Nike is one of the world’s leading sportswear brands. Their website is a great example of how to use high-quality images, engaging videos, and interactive product demos to drive conversions. Nike also offers a number of personalized shopping features, such as the ability to create a wish list and save favourite products.

Send Emails for Shopping Cart Abandonment

Shopping cart abandonment is a major problem for e-commerce businesses. According to Baymard Institute, the average shopping cart abandonment rate is 69.23%.

One way to reduce shopping cart abandonment is to send automated emails to shoppers who have abandoned their carts. These emails should remind shoppers of the items they left in their cart and encourage them to complete their purchase.

Create Scarcity

Creating a sense of urgency and scarcity can encourage shoppers to buy now. This can be done by offering limited-time discounts, limited-edition products, or low-stock availability alerts.

For example, you could offer a 10% discount on all products for a limited time.


Conversion optimization is an essential part of any e-commerce business. By following the best practices discussed in this article, you can improve your website’s conversion rate and increase sales. By following these best practices, you can create an e-commerce website that converts well and helps you achieve your business goals.

By Bill McGrath
Co-Founder of OrangeSprocket